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Fisher: We saw that if an associate started training on a specific brand, that group sold 87% more of that brand than their peers. It’s clear that interactive training, delivered in the right way, makes sales associates more productive and provides insights into the people who are most influential in the retail environment.

Duncan: What does your research suggest consumers can do to make themselves more effective in their shopping and buying behaviors?

Fisher: The data confirms what we all know instinctively – that interacting with a knowledgeable, helpful expert creates a better buying experience. We spend a little more and buy more confidently when someone has helped us find the right products to meet our needs. There are many product categories where consumers crave this level of interaction and have every right to demand that level of service from retailers.

Duncan: Why aren’t more people focused on this?

Fisher: Through this and other studies, it’s clear that successful retailers need to focus on having more knowledgeable associates if they expect to compete in today’s omni-channel world. Labor is one of the largest expenses for retailers, and a potentially meaningful differentiator for them. More retailers need to treat employee engagement and knowledge as a focus for management, and realize it can be a legitimate data-driven investment to improve the top and bottom line.

Duncan: You’ve worked for organizations as disparate as the Boston Consulting Group, Ancestry.com and Ticketmaster.com. What did those previous experiences teach you about retailing?

Tom Stockham: When the right circumstances come together, industries get transformed. As an associate at BCG in the ‘80s I was immersed in the shift to “big box” retail. As president of Ticketmaster.com in the ‘90s we pioneered online buying and electronic ticketing. As CEO of Ancestry.com in the early 2000s we built one of the first and largest online content subscriptions. Retail commerce is ripe for its next transformation.

Ask anyone: “Do more knowledgeable, experienced, passionate people create better buying experiences?” The inevitable answer: “Of course!” Yet for three decades retail’s focus on low prices and broad selection has added up to less help for consumers.

The right people with the right knowledge and experience make retail commerce better for everyone – better for brands and retailers, and better for consumers. It’s time to transform retail commerce by tapping into these “everyday experts”.

Duncan: How does Experticity’s platform make sales associates more productive?”

Stockham: Our company goal is to build more knowledge and first-hand product experience among helpful everyday experts. For example, our 3Point5 platform helps retail sales associates have better conversations about the brands they sell, sometimes focusing them on detailed product knowledge, and sometimes helping them with scenario-based alternatives. We use gamification elements like interactive quizzes, expert points, and leader boards to increase engagement and knowledge retention.

It’s critical to tap into the motivations and rewards that drive these individuals to become more helpful. We show people how they rank against our entire network. If you earn certifications to place you among the top 5% of all experts in biking, we show you that status. There needs to be a place where peoples’ expertise can be visible, and it’s important to reward those who are really better at driving sales and brand perception. We think our network is a key part of the next-generation solution for retail.